隱私機制對行動銀行使用意圖之研究

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姓名

韓翔陵(Hsiang-Ling Han) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

隱私機制對行動銀行使用意圖之研究

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摘要(中)

隨著智慧型手機的用戶快速成長，行動網路普及率大增，越來越多的銀行業務都可
以透過手機來完成，也能夠提供客製化的服務給顧客。當銀行開始涉及每個人的生活時，
勢必需要存取客戶的隱私資訊，此時使用者是否願意分享隱私資料給銀行的問題也相對
受到重視。本研究透過行動銀行資訊分享模型（Mobile bank Information Sharing Model,
MBIS Model），探討當銀行提供不同的隱私機制時，是否能夠提升使用者對於隱私資訊
的分享意圖？研究方法根據隱私機制的不同而設計兩種問卷，調查對象為對金融產品、
銀行產業有初步認知者、且目前不願意分享個人的資訊隱私。
研究結果發現，透過隱私機制確實可以提升使用者對行動銀行的信任知覺以及降低
使用時的知覺風險態度，進而影響後續的使用意圖知覺，但不同的隱私機制有不同的效
果，提供隱私機制類別為「隱私賦權」會有較顯著的效果。期望本研究能夠在未來銀行
在推行行動服務時，提供適當的決策方向，降低顧客個人隱私資訊的顧慮，並提升對行
動銀行的使用意圖知覺。

摘要(英)

Along with the rapid growth of smart phone users, mobile Internet penetration increased,
more and more of banking service can be done by smart phone, it can also provide customized
services to customers. When mobile bank began to touch everyone′s life, it will access the
customer′s private information, and in this time, it will be the important issue whether user is
willing to share the private information. In this study, sharing information through mobile
banking model (Mobile bank Information Sharing Model, MBIS Model), to explore when
banks offer different privacy mechanism, the user is able to enhance the privacy of
information shared intention? Methods depending on privacy mechanisms to design two kinds
of questionnaire survey for the subjects who is interesting in financial products, banking
industry, and unwilling to share personal information private.
The results found that through the mechanism of privacy can really enhance the user′s
trust perception and reduce perceived risk perception, indirect effecting subsequent intended
use perception, but different privacy mechanisms have different effects, providing privacy
mechanism category "Privacy empowerment" will be more significant effect. This study
expected when the mobile bank service will be implemented in the future, providing
appropriate policy direction, to reduce customer concerns about the privacy of personal
information, and to enhance the use of mobile banking intentions.

關鍵字(中)

★ 行動銀行
★ 隱私機制
★ 資訊隱私顧慮

關鍵字(英)

★ Mobile Banking
★ Privacy mechanism
★ Information privacy concerns

論文目次

摘要 ............................................................................................................................................. i
Abstract ....................................................................................................................................... ii
第一章緒論 .............................................................................................................................. 1
1-1 研究背景與動機 ......................................................................................................... 1
1-2 研究重要性 ................................................................................................................. 5
1-3 研究目的與問題 ......................................................................................................... 6
1-4 論文章節 ..................................................................................................................... 7
第二章文獻探討 ...................................................................................................................... 8
2-1 銀行的演進 ................................................................................................................. 8
2-2 行動銀行 ................................................................................................................... 12
2-3 資訊隱私顧慮 ........................................................................................................... 19
2-4 信任知覺及知覺風險態度 ....................................................................................... 23
2-5 隱私機制 ................................................................................................................... 28
第三章研究方法 .................................................................................................................... 33
3-1 研究架構 ................................................................................................................... 33
3-2 研究假說 ................................................................................................................... 34
3-3 變數的操作型定義與衡量 ....................................................................................... 38
3-4 調查對象與問卷設計 ............................................................................................... 43
3-5 資料分析方法 ........................................................................................................... 44
第四章資料分析 .................................................................................................................... 46
4-1 前測樣本回收與資料分析 ....................................................................................... 46
4-2 問卷發放與回收 ....................................................................................................... 51
4-3 問卷樣本之統計與信效度分析 ............................................................................... 52
4-4 結構模型分析 ........................................................................................................... 54
4-5 使用者族群之差異分析 ........................................................................................... 60
第五章結論與建議 ................................................................................................................ 62
5-1 研究結論 ................................................................................................................... 62
5-2 管理意涵 ................................................................................................................... 65
5-3 研究限制 ................................................................................................................... 66
5-4 研究方向 ................................................................................................................... 66
參考文獻 .................................................................................................................................. 68
附錄問卷內容 ........................................................................................................................ 74

參考文獻

68

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指導教授

范懿文、蘇雅惠

審核日期

2016-6-13

推文